Dior is celebrating 20 years of presence in one of Japans most famous fashion cities, Isetan. To celebrate this, Dior has decided to place many pop up shops throughout the city. Dior has decided to create new items for these pop up shops. From Sept. 4, a series of pop-ups in the store will unveil designs by Maria Grazia Chiuri, in the same colors as the designer’s fall ready-to-wear collection, which features checks and tartans. For the capsule collection, the brand’s artistic director has created a new, exclusive interpretation of tartan, which is a pattern that has also been used as a symbol of Isetan for decades.
Key pieces designed exclusively for Isetan will include a new Small Book Tote, which is just one of many accessories that can be personalized with the ABCDior service. Dedicated to the world of travel, the TravelDior line in the Dior Oblique canvas will be pre-launched at Isetan after the Dior Champs-Élysées boutique, and won’t be available anywhere else in Japan.
“The House has had deep ties with Japan ever since its founding,” said Pietro Beccari, chairman and chief executive officer of Christian Dior Couture. “For us, this event is a unique occasion to celebrate and affirm our longstanding friendship with this magnificent country. From early childhood, Christian Dior was fascinated by Japan, and our artistic directors have always celebrated its culture and savoir-faire in our défilés.”
In addition to the women’s capsule collection, a series of spaces within the store will also highlight a selection of men’s clothing and accessories designed by Kim Jones and pre-launched at Isetan. There will also be an exclusive version of the iconic Roller bag, and a new personalization service will allow customers to customize their B23 sneakers for the first time in Japan.
Separate pop-ups will also be dedicated to Dior Maison and Baby Dior, where check-printed pieces designed by Cordelia de Castellane will be pre-launched.
“Dior’s passion for Japan is symbolized by Isetan, the House’s essential partner of 20 years, a bond we wished to honor with an invitation to dream, through surprising spaces created inside the celebrated department store’s Tokyo flagship,” Beccaria said. “There, customers will discover an exclusive Dior capsule collection created just for Isetan, as well as an array of new experiences and creations showcased in pop-ups dedicated to each of the House’s universes.”
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